Data hygiene
The ongoing practice of keeping records accurate, complete, consistent, and current by continually correcting, completing, and de-duplicating them.
In more detail
Data hygiene is the discipline of keeping data clean: accurate, complete, consistent, and current. It covers correcting errors, filling gaps, standardizing formats, removing duplicates, and updating records as the world changes. Clean data is the foundation everything else, reporting, automation, personalization, quietly depends on.
The defining feature is that it is never done. Data decays continuously as people change jobs, companies move, and new records arrive messy, so hygiene is maintenance rather than a project with an end. A one-time cleanup looks great briefly and then degrades, which is why the durable approach is continuous rather than periodic.
Where this shows up at Ceven
Ceven suits the continuous nature of data hygiene: workflows can run on a schedule to standardize, complete, de-duplicate, and refresh records across the connected systems rather than in occasional manual cleanups. It maintains the data in the customer's own systems of record instead of becoming the store itself, with each correction recorded in the audit trail.